Brand Valued: How Socially Valued Brands Hold the Key to a Sustainabl

Zusatztext '...one of the more thought-provoking reads on the significance of sustainability to brand owners...offers invaluable insights...new ways to think about brands.' (Director! July 2011). Informationen zum Autor Fernando Rodés Vilà is the Vice-Chairman of Havas, Co-Founder of the ARA newspaper, Catalonia, Chairman of the Sustainability Committee of Acciona and a member of the Board of Trustees of Fundació Natura. Previously, Fernando was CEO of Havas.Guy Champniss is brand strategy and communications consultant, focusing on strategy in the context of sustainability, pro-social behaviour and brand community. Guy holds an MBA from IE (Madrid) and is carrying out doctoral research at Cranfield School of Management (UK). Klappentext New techniques to refresh and recharge your brandsHow do you establish and maintain a strong long-term relationship between your brand and your consumers? Successful brand managers know that it is all about trust and keeping the consumers engaged.The success of recent "green" campaigns as a means of connecting with, satisfying, and attracting new consumers is just the tip of the iceberg. As the international playing field continues to be leveled, in order to sustain and expand their success, brand owners must interact with their customers more than ever before, forging new and stronger links, and increasing their stock of social capital.At last, there is a book that addresses the growing significance of social capital in the business world. Brand Valued explores how as the strength, depth, and quality of interactions between a brand and its customers improve, increased opportunities to demonstrate trustworthiness arise. This in turn creates a self-fulfilling cycle, wherein trust begets social capital, which begets more trust--and even shared thinking--not to mention better sales.Brand Valued will receive the full support of Havas, the fifth largest global communication and marketing services group in the world.In easy to understand terms, and using concrete examples, Brand Valued provides:* The tools necessary to stimulate dialogue--and new ways of thinking--between a brand and its intended audience* Methods for extending brand messaging to wider audiences* Ideas on how to make brands the engines of social capital, getting rid of unsustainable practices to foster more sustainable patterns of consumer behaviour* Suggestions for the development of a new brand strategy that reduces costs through innovative and lasting solutions to problems* Unpublished data on the role of consumer trust in new products based on research carried out by the Havas Group across over 150 brands in nine different markets* A wiki component to the book in an accompanying website.Designed to forge stronger channels of dialogue and communication with customers and consumers, the book is a must-read for anyone committed to keeping their brand relevant in the twenty-first century. Zusammenfassung New techniques to refresh and recharge your brandsHow do you establish and maintain a strong long-term relationship between your brand and your consumers? Successful brand managers know that it is all about trust and keeping the consumers engaged.The success of recent "green" campaigns as a means of connecting with, satisfying, and attracting new consumers is just the tip of the iceberg. As the international playing field continues to be leveled, in order to sustain and expand their success, brand owners must interact with their customers more than ever before, forging new and stronger links, and increasing their stock of social capital.At last, there is a book that addresses the growing significance of social capital in the business world. Brand Valued explores how as the strength, depth, and quality of interactions between a brand and its customers improve, increased opportunities to demonstrate trustworthiness arise. This in turn creates a self-fulfilling cy...

List of contents

Acknowledgements xiList of Figures xiiIntroduction xviPART I Setting the Scene - The Tangled Worlds of Brands and Social Capital 1CHAPTER 1 Congratulations - It's a beautiful baby brand . . . 3Efficient and rational - adjectives of an era 9From utilitarian to hedonic - when needs explode 11CHAPTER 2 Innocent bystanders or calculating protagonists? 18Consume! Consume! Consume! 20Which came first - brands or demand? 26CHAPTER 3 The public gets what the public wants 32Whatever you do, don't panic . . . 33The good guys and the bad guys 38Devotees, Hostages and Critics 39Concluding remarks 44PART II The 'Unsustainability' of Sustainability and our Need to Understand the Era of Social Capital Rising 47CHAPTER 4 Charge! 49Once upon a time, everything happened 53The wisdom of crowds 56Symptoms and causes 66CHAPTER 5 Water, water everywhere - How brands help us choose 70Maximisers and satisficers 71We can't have it all 74Frames 78Opportunity costs and trade-offs 80Why encouraging satisficing would be so much better - for everyone 82CHAPTER 6 It's been emotional 87Wanting versus liking 92Where have we ended up? 94Concluding remarks 98PART III The Elixir of Life - Literally. Why We Depend on Social Capital 103CHAPTER 7 The 'what' of social capital 107Social capital defined 109Forms of social capital 112Strands of social capital 119CHAPTER 8 Trust - Small word, big impact 124What, then, is trust? 127Brands and trust 134CHAPTER 9 The 'why' of social capital 141Social capital, brands and society 142Internal and external audiences 145Education 147Neighbourhoods 148Democracy 149Health and wellbeing 150Harmony and social capital 154Concluding remarks 158PART IV Towards Social Equity Brands, and How a Social Capital Strategy Gets Us There 161CHAPTER 10 Stand up Social Equity Brands 167Social Equity Trait #1: Compelling narratives 169Social Equity Trait #2: The power of emotion 175Social Equity Trait #3: From consumer to citizen (who consumes) 178Social Equity Trait #4: Value-in-use 180Social Equity Trait #5: Dialogue 183Social Equity Trait #6: Shared understanding 186Social Equity Trait #7: Balanced social capital 187Social Equity Trait #8: From 'accessibility' to 'assessability' 189Social Equity Trait #9: Intrinsic trumps extrinsic 190Social Equity Trait #10: It's the experience that counts 192CHAPTER 11 From the 4Ps to the 5Is - Social Capital Strategy 195Interconnectedness 201Inclusiveness 205Ignition 209Interest 212Imagination 215Inside and out 218CHAPTER 12 Apples today, with oranges tomorrow - Measuring social capital 222Measuring the structural component - Dialogue 225Measuring the cognitive component - Shared thinking 227Measuring the relational component - Trust 228The Sustainable Futures Quotient - SFQ 229Bringing talk, thought and trust together 232Social capital and brand locus 236Concluding remarks 243PART V Broadcast Off, Dialogue On - Invitation to Form Bonding, Bridging and Linking Capital (Apply Online) 253Ten brands heading towards becoming Social Equity Brands - a primer for conversation 256Danone 257Unilever 258Pepsi 260Walmart 261Equity Bank 262Vodafone 263Toyota 264GE 265IBM 266Starbucks 268End Notes 271Index 282

Product details

• Authors: G Champniss, Gu Champniss, Guy Champniss, Champniss Guy, Fernando Rodes Vila, Rodes Vila Fernando
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Hardback
• Released: 27.05.2011
• EAN: 9781119976677
• ISBN: 978-1-119-97667-7
• No. of pages: 314
• Dimensions: 160 mm x 235 mm x 24 mm
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Marke, Business & management, Wirtschaft u. Management, Allg. Wirtschaft u. Management